Burberry pairs Kate Moss and Cara Delevingne in heritage push
Burberry says it plans to increase its marketing focus on its “iconic heritage” and “authentic British brand story”, including an autumn campaign starring Kate Moss and Cara Delevingne.
By Sarah Vizard
It aims to build on a strong fiscal year that saw profits and revenues hit record levels by increasing its focus on iconic heritage and the accomplishments of its more recent past.
The luxury brand will launch an integrated programme of initiatives in design, marketing and retail to celebrate its heritage and reconnect with consumers.
That includes an upcoming campaign for the launch of its next women’s fragrance in September that will star models Kate Moss and Cara Delevingne for the first time. Burberry sees beauty as a key component of its future growth in helping it to communicate with current customers and connect with new audiences.
Speaking on a conference call this morning (21 May) chief executive Christopher Bailey said: “Our strength is the authentic British brand story. We have a true and clear identity and fierce determination that this 158-year old heritage sits at the heart of everything we do. We want to intensify the focus on this area where we see a broader potential to drive revenue and brand engagement.”
For the full year to 31 March, Burberry’s revenues were up 17 per cent to £2.3bn, while adjusted profit before tax increased 8 per cent to £461m. Burberry chief executive and chief creative officer Christopher Bailey, speaking on a call this morning (21 May), said the record sales and profit reflected “outstanding brand momentum”.
Burberry cited its “innovative and integrated marketing initiatives” for helping to boost revenues, in particular a focus on personalisation. That comes through the rollout of its customer app, which lets store staff search real-time stock availability, arrange global delivery and see customers’ purchase history, as well as more personalised products and communications through “pioneering” deals with companies such as Google, Apple, Instagram and WeChat.
Bailey said Burberry has also launched more integrated and emotive storytelling, citing its marketing campaign for the launch of its BRIT Rhythm fragrance.
He added: “We aim to fuse the physical and digital to enhance the brand experience wherever customers interact with us. Our focus is on consistency and elevating the quality of every customer interaction while always reminding customers who we are and what we stand for.”
